designintech2016 final

8/18/2019 DesignInTech2016 FINAL

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KPCB TEAM: JACKIE XU, AVIV GILBOA, JUSTIN SAYARATH

WITH SPECIAL THANKS TO MICHAEL ABBOTT, JULIET DE BAUBIGNY, SCOTT RYLES, LYNNE CHOU, CHRISTINA LEE, ANDY CHEN, MUZZAMMIL ZAVERI

March 14, 2016

#DesignInTech Report 2016

Design isn’t just about beauty; it’s about market relevance an

M&A activity continues in the design space, and it’s increase

Increasing the designers needed in the tech industry require

The adoption of design by public companies is only growing

Designers bring needed critical thinking/making in the econ

Work in the research labs from decades ago drives today’s s

John Maeda, Design PartnerKleiner Perkins Caufield & Byers

1

#DesignInTech ByThe Numbers

2

The New Kind ofDesigner is TBD

3

Public Company Trends

5

Final Thoughts

4

Design Qualityis to Caring


2/47

Overview

all day long andwhenever they can

Experience Matters A Lot, Because We Experience Digital Produc

Source: @kpcb #DesignInTech @Gartner_inc @AccentureDigi @mitsmr @DeloitteDigital @TemkinGrouphttps://experiencematters.wordpress.com/2016/02/04/15-customer-experience-factoids-from-2015-infographic/ http://sloanreview.mit.edu/projects/strategy-drives-digital-transformation https://www.accenture.com/us-en/_acnmedia/Accenture/Conversion-Assets/Microsites/Documents11/Accenture-Technology- Vision-2015.pdf hsorofman/gartner-surveys-confirm-customer-experience-new-battlefield/ http://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm-customer-experience-new-battlefield/

Reports from Gartner, Accenture, Deloitte, Temkin all indicate that experience matters. Linda Holliday caas “multi-dimensional” — it crosses social science, computer science, into something new and necessa

89%of companies believes that customerexperience will be their primarybasis for competition by 2016, versus36% four years ago.” —Gartner

“ 81%of executives surveyed place thepersonalized customer experience intheir top three priorities for theirorganization, with 39% reporting it asher top priority.” —Accenture

“ 90%of executives surveyed agreed thatcustomer experience andengagement are objectives of theircorporation's digital strategy.” —MITSloan/Deloitte

“

OUCH!

6mo

emolikeandmis

“8AM 4PM

once inthe morning

early desktop userschecked their computers

OUCH!

today mobile users checktheir smartphones

http://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm-customer-experience-new-battlefield/http://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm-customer-experience-new-battlefield/https://www.accenture.com/us-en/_acnmedia/Accenture/Conversion-Assets/Microsites/Documents11/Accenture-Technology-Vision-2015.pdfhttp://sloanreview.mit.edu/projects/strategy-drives-digital-transformationhttps://experiencematters.wordpress.com/2016/02/04/15-customer-experience-factoids-from-2015-infographic/


3/47

OverviewThe 1st DesignIn.Tech Report Beat Expectations,

Source: @kpcb #DesignInTech @slideshare @stinsondesignhttp://www.slideshare.net/stinsondesign/kpcb-design-in-tech-report-2015-simplified-and-redesigned

The inaugural 2015 #DesignInTech Report received way more views than we initially projected at 50K in talso received a helpful re-design from our new friends in Canada.

875K cumulative views across Spanish, Chinese, Japane

and redesign …1

with Room for I

http://www.slideshare.net/stinsondesign/kpcb-design-in-tech-report-2015-simplified-and-redesigned


4/47

Overview#DesignInTech Predictions From Last Year’s Report

Source: @kpcb #DesignInTech @johnmaedahttp://kpcb.com/design

Fortunately, 100% of last year’s report’s predictions have come true. So that means we need new ones.

M&A activity of designer-led

businesses will likely grow.

» Older user experiences will improve.

Designer-led startups will have

increased access to capital.

» Designers will grow as executives.

Design in VC i

pretty—it’s ab

» Design’s busine

http://kpcb.com/design


5/47

Design firm acquisitions continue: 42 design firms have

2004, ~50% of which have been acquired in the last year

Designer co-founded companies exhibit funding succes

funded startups are co-founded by designers, up from 20

Designers in venture capital have increased: More desig

the last two years than the previous four years combined

1 #DesignInTech By The NumbersIf there#Desigor @kpfuture r

2


5

Final

Thoughts

3

Public CompanyTrends

4



6/47

OverviewTimeline of #DesignInTech M&A Activity

Source: @kpcb #DesignInTech @johnmaeda @mbuzzard

A total of 42 design firms have been acquired since 2004. ~50% of which have been acquired within theDeloitte, IBM, Google, and Facebook as the most acquisitive.

Version 2.02013 20152004—2012

! FACEBOOK

+acq. Hot Studio 2013

! ACCENTURE

+acq. Fjord 2013

! CAPITAL ONE+acq. Adaptive Path 2014

! GOOGLE

+acq. Gecko Design 2014

! FACEBOOK

+acq. Teehan+Lax 2015+acq. Frog Design 2004

! FLEXTRONICS

+acq. Method 2011

! GLOBALLOGIC

! FACEBOOK

+acq. Sofa 2011

! GOOGLE

+acq. Mike & Maaike 2012

! FACEBOOK

+acq. Bolt Peters 2012

+acq. Helicopter 2011

! ONE KING’S LANE

! SQUARE

+acq. 80/20 2012

2014

! AIRBNB

+acq. lapka 2015

! SALESFORCE

+acq. Akta 2015

! FLEX

+acq. Farm Design 2015

*medical design

! COOPER

+acq. Catalyst 2015

*consolidation

! ACCENTURE

+acq. Chaotic Moon 2015 +acq. PacificLink 2015

! BBVA

+acq. Spring Studio 2015

! MCKINSEY

+acq. Lunar Design 2015

! WIPRO

+acq. DesignIt 2015

! CAPITAL ONE

+acq. Monsoon 2015

! DELOITTE

+acq. Mobiento 2015

! ERNST & YOUNG

+acq. Seren 2015

! SHOPIFY +acq. Jet Cooper 2013

! DELOITTE

+acq. Banyan Branch 2013

! INFOR

+acq. Hook & Look 2013

! OCULUS / FB

+acq. Carbon Design 2014

! ACCENTURE

+acq. Reactive 2014

! DELOITTE

+acq. Flow Interactive 2014

! P WC

+acq. Optimal Experience 2014

! KPMG

+acq. Cynergy Systems 2014

! B CG

+acq. S&C 2014

+acq. DOBLIN 2007

! MONITOR

+acq. TAT 2010

! R IM

! GOOGLE

+acq. Cuban Council 2012

! GOOGLE

+acq. 17FEET 2013

+acq. Hattery 2013

! GOOGLE


7/47

OverviewTimeline of #DesignInTech M&A Activity

Source: @kpcb #DesignInTech @johnmaeda @mbuzzard

A total of 42 design firms have been acquired since 2004. ~50% of which have been acquired within theDeloitte, IBM, Google, and Facebook as the most acquisitive.

! MONITOR

! CAPITAL ONE

! ACCENTURE

! DELOITTE

! P WC

! KPMG

! B CG

! BBVA

! MCKINSEY & CO

! CAPITAL ONE

! WIPRO

! ERNST & YOUNG

! DELOITTE

! COOPER

! ACCENTURE

! ACCENTURE

!

!

!

!

!

!

!

! ACCENTURE

! DELOITTE

! INFOR

2013 201520142004 - 2010 20122011

3

! FLEXTRONICS

! R IM

! FACEBOOK

! GLOBALLOGIC

! ONE KING’S LANE

! GOOGLE

! FACEBOOK

! SQUARE

! FACEBOOK

! SHOPIFY

! FACEBOOK

! GOOGLE

! FACEBOOK

! AIRBNB

! SALESFORCE

! FLEX

BANKSSERVICESTECH

! GOOGLE

! GOOGLE! GOOGLE


8/47

OverviewSuccessful Startups Co-Founded by Designers Are Not Uncomm

Source: @kpcb #DesignInTech @justinsayarath @cbinsightshttps://www.cbinsights.com/research-unicorn-companies

Last year 20% (5 out of 25) of the top venture-backed startups had designer co-founders. We check onenumber moves to 36% (9 out of 25).

23andMe, ActiFio, Adyen, African Internet Group, AirBnB, Aiwuji

AppNexus, Apttus, Apus Group, Atlassian, Auto1 Group, Automa

BeiBei, Beijing LaKala Billing Services, BlaBlaCar, Bloom Energy

Rapid Finance, CJ Games, Cloudera, CloudFlare, ContextLogic/

Karma, Dada, Datto, Decolar, Deem, Delivery Hero, Dianping, Did

DocuSign, Domo Technologies, DraftKings, Dropbox, Ele.me, Ev

Fanli, FarFetch, Flipkart, Forescout, Funding Circle, Gilt Groupe,

Greensky, Guahao Technology Co., Gusto, HelloFresh, Home24,

InMobi, InsideSales.com, Instacart, Intarcia Therapeutics, IronSo

jet.com, Jiuxian, JustFab, Kabam, Kabbage, Kik Interactive, Klar

Entertainment, Lookout, Lufax, Lyft, Magic Leap, MarkLogic, Me

Moderna, Mogujie, MongoDB, Mozido, Mu Sigma, MuleSoft, Na

Olacabs, One97 Communications, Oscar Health Insurance Co., P

Pluralsight, Powa Technologies, Prosper Marketplace, Proteus D

Quikr, Razer , Rong360, Shazam, SimpliVity, Skyscanner , Slack Te

Finance, Souq, SpaceX, Spotify, Sprinklr, Square, Stemcentrx, S

The Honest Company, Theranos, Thumbtack, TransferWise, TrenInformation Technology, TutorGroup, Twilio, Uber, Udacity, Ucar

Media, Warby Parker , WeWork , Xiaomi, Xuanyuxia, Yello Mobile,

ZocDoc, Zomato Media, Zscaler

via CBInsights, “Private VC-Backed Companies with Valuations O

of the so-called global “unicorn” starhave co-founders who have embracedesign, arts, or human-centered bacarchitecture, design, music, visualiza

21%36% of the 25 startups with a recent fundraise inCB Insight’s “Internet Sector” category aredesigner co-founded

via CB Insights, “Since January 1 2013 to February 29, 2016, in the U.S.Internet-Only category top 25 recently funded VC-backed companies.”

2014 2015

RECENCY OF LATEST ROUND OF FUNDING

$3B

CUMULATIVE

FUNDING

Airbnb

Social Finance

Pinterest

Upstart

Fanduel

Fab.com Flatiron Health

Slack GitHub

2016

https://www.cbinsights.com/research-unicorn-companies


9/47

OverviewWhere do Designers Live in the Venture Capital Ecosystem?

Source: @kpcb #DesignInTech @johnmaedahttp://www.kpcb.com/design

Designers are working at VC firms in a variety of capacities: from operating support roles to investing roown venture capital funds. A key factor in their growth has been GPs who understand the need for desig

2014

KPCBJohn Maeda

Google VenturesTom Hulme

Khosla VenturesIrene Au

Sequoia CapitalJames Buckhouse

GreylockBobby Goodlatte

pioneering UX leader

first GP inmarquee fund

2010

2012

Google VenturesBraden Kowitz / Michael Margolis

Y-CombinatorGarry Tan

Google VenturesJake Knapp / Daniel Burka

Felicis VenturesNick Baum

Bessemer VenturesJason Putorti

Andreessen HorowitzElizabeth Weil

Designer FundEnrique Allen / Ben Blumenfeld

Google VenturesJohn Zeratsky

Y-CombinatorKevin Hale

2011

2013

lectures at Stanford d-school

1st design partnerand 1st researcher

2009

1st designer in residence

1st YC partner asdesigner

2nd designer in residence

co-founders of fund

2015

Sutter Hill Ventures Andrei Herasimchuk

Expa Anshu Agarwal / Bruno Bergher / Kyle Doherty

Rivet VenturesChristina Brodbeck

Accel PartnersJason Mayden

True VenturesJeffrey Veen

New Enterprise Asso Albert Lee

co-founder of fund

KEY VC CATALYSTS

Kleiner Perkins Caufield & ByersMichael Abbott

New Enterprise AssociatesDayna Grayson

True VenturesOm Malik

Accel Partners Vas Natarajan / Andrew Braccia

500 StartupsDave McClure

Bloomberg BetaJames Cham

Y-CombinatorPaul Graham / Jessica Livingston

Khosla Ventures Vinod Khosla

created KPCB Design Council in 2012

created NEA Design Studio in 2013

created Accel Design Conference in 2014

early advocate for design in startups


early advocates for design in startups


created GigaOm Roadmap Conference in 2011

Slow VenturesDave Morin / Aaron Sittig

co-founders of fund

http://www.kpcb.com/design


10/47

Overview#DesignInTech by the Numbers

Major corporations are investing in design as a core competency through M&A activity, designer co-founto raise billions of dollars in capital, and VCs increasingly see the importance of design.

42 design firms have beenacquired since 2004. Roughly

half of which have been

acquired within the last year.

Source: @kpcb #DesignInTech @johnmaedahttp://www.kpcb.com/design

» We’re reaching a peak.

9 of the 25 top VC-fundedstartups have designer co-founders. Up from 5 in 2015.

» Designer co-founded companies are here to stay.

More designerthe last 2 years

previous 4 yea

» There are many at a

http://www.kpcb.com/design


11/47


12/47

2 The New Kind of Designer is TBD

Currently design education lags the technology industry

oriented, coding-enabled graduates with business acum

Many resources are available on the internet to supplem

design. Becoming a skilled self-learner is a critical skill f

Coding and testing are table stakes knowledge for desig

systems and designing culture are strategic skills for de

If there#Desigor @kpfuture r

1

#DesignInTech By

The Numbers

5

Final Thoughts

3


4

Design Quality

is to Caring


13/47

Overview#DesignInTech is Related, Yet Radically Di"erent From Classica

Source: @kpcb #DesignInTech @mags @tedtalks @avivgilboa @johnmaeda @medialabhttps://www.ted.com/talks/margaret_gould_stewart_how_giant_websites_design_for_you_and_a_billion_others_too?language=en

Computational design has been around since the 70s and grew from collaborations between architects graphics folks. In 1996, I founded the MIT Media Lab Aesthetics and Computation Group to further the f

“

CLASSICAL DESIGN DISCIPLINES

ArchitectureThe bigger built environment

Interior DWhat sur

Fashion DesignWhat we wear

LandscaWhat sur

Communication DesignWhat we see

IndustriaWhat pro

Design of digital experiences

change all the time and live inside your pocket… Design of systems

that are so big that their scale can

be hard to comprehend.

LIVING SYSTEMS LIKE FACEBOOK ARE NEVER FINISHED

—Margaret Stewart TED 2014

https://www.ted.com/talks/margaret_gould_stewart_how_giant_websites_design_for_you_and_a_billion_others_too?language=en


14/47

Overview

Source: @kpcb #DesignInTech @johnmaeda @avivgilboa

The notion of making something perfect, as classical designers want to achieve, runs counter to how cosystems exist. The instinct and inclination to pursue perfection is a good one, but its definition has had t

Classical Design Principles vs. #DesignInTech Principles

CLASSICAL DESIGN #DESIGN

Number of Active Users Few to Millions Few to Hundre

Time Needed to DeployCompleted Product

Weeks to Months throughDistribution Channels

InstantaneouOver th

“Perfection” is AchievableYes

There’s a final state.

NoIt’s always

Designer’s Level ofConfidence

Absolute, and Self-Validating Generally High Analyzing Test




15/47

OverviewShould You Send Your Kid To Design School? Yes — And Encoura

Source: @kpcb #DesignInTech @jshoee @ellenchisa @kaleighyang @johnmaedahttp://queue.acm.org/detail.cfm?id=2683579 https://medium.com/the-year-of-the-looking-glass/how-to-work-with-designers-6c975dede146#.2qih40qzq

For #DesignInTech to scale today, a fundamental challenge lies in the di#erence between the kind of taleengineering programs vs design programs. New engineers are ready for tech; new designers are less so

When working on a project in school, the final step waprototypes, but we didn't have time to test the project moving on to another one. Once I was in the KPCB feland working at a startup, I saw how the testing phase —Kaleigh Yang, 2015 Design Fellow at Spruce Health

INTERNSHIP EXAMPLE

Communicating and/or articulating your designUsing empathy to design

Rationalizing and/or defending your design

Using research and analytics to design

Leadership and teamwork

Understanding business and finances

1

2

3

4

5

6

86%

66%

63%

61%

51%

21%

Which of these attitudes are pillars of your design curriculum?

Current design education biases:

CHALLENGE #1/BUSINESS AND FINANCES AREN’T PRIORITIZED

via a KPCB study of 329 current and former design students

Understanding business and financesUsing research and analytics to desig

Communicating and/or articulating yo

Leadership and teamwork

Using empathy to design

Rationalizing and/or defending your d

Which of these attitudes do you wish were pillars of y

Desired biases by past desig

1

2

3

4

5

6

CHALLENGE #2/RESEARCH AND ANALYTICS NE

via a KPCB study of 329 current and former design stu

https://medium.com/the-year-of-the-looking-glass/how-to-work-with-designers-6c975dede146#.2qih40qzqhttp://queue.acm.org/detail.cfm?id=2683579


16/47

OverviewHow Does One Go About Learning This New Kind of Design?

Source: @kpcb #DesignInTech @alistapart @nancyduarte @oreillymedia @creativemornings @mgiudice @lyndaweinman @enterpriseux

From Lynda’s complete collection of videos, to O’Reilly books on design, to the incomparable A Book Aaround the world, to a comic book, to a full-length documentary film by InVision—there’s lots to learn.

of current designstudentssurveyed saidthat they learnedtheir digital skillsfrom resourcesoutside theircoursework.

86%

Barry Katz of Stanford

and CCA has written a

concise history of

#DesignInTech

http://abookapart.com http://lynda.com http://creativemornings.com http://duarte.com ht tp://www.generateconf.com http://www.generateconf.com http://2016.enterpriseux.net http://www.designdisruptors.com http://www.uxherocomics.com

http://www.uxherocomics.com/http://www.designdisruptors.com/http://2016.enterpriseux.net/http://www.generateconf.com/http://www.generateconf.com/http://duarte.com/http://creativemornings.com/http://lynda.com/http://abookapart.com/


17/47

OverviewIs Coding Necessary as A Designer In Tech?

Source: @kpcb #DesignInTech @rochelleking @mgiudice @daviddatnguyen @thesash @johnmaedaWikipedia: List of Programming Languages http://www.eecs.mit.edu/docs/ug/6-3.pdf

Being literate in code is important, but being an expert is not necessarily in your favor.

Make sure to becoming m with each te—Sash Cata

“

“ You need to be curious about ANDhave a basic understanding of thetechnology that is being used to build your design.”—Rochelle King, Spotify

“Skills you need: learn to code, deepknowledge of interaction design, and basics of visual design.”—Maria Giudice, Autodesk

“Learn how totake just oneof classes soprogrammer—David Dat

J U N I O R M I D S E N I O R

“Coding skills aren't important.”

“Coding skills are unnecessary.”

“Coding skills can be useful.” “Coding skills are absolutely essential.”

+

–of 370 designer respondentswere overall in favor of coding

93.5%

http://www.eecs.mit.edu/docs/ug/6-3.pdfhttps://en.wikipedia.org/wiki/List_of_programming_languages_by_type


18/47

OverviewExamples of Design Innovations in Everyday Digital Tools

Key design concept:Start with the activity to bias towards.

Most imaging applications asked to turn on the cSnapChat began the interaction in live camera mto snap a photo was immediate; and the secretivfeature completed the addictive loop.

Analogy: A hammer’s handle invites you to graspworld thats called an objects ‘affordance’ — it prmight use it.

Key design concept:Hide complexity behind a simple door.

Longstanding discipline by Google to keep the homepage limited toa single search box has been key to maintaining its simplicity. Oncea search term is typed into Google, it gets complex really quickly --but you don’t notice it at first.

Analogy: The Motorola Startac phone introduced a clamshell designthat hid all the complexity -- to be revealed only when used.

complexity

GOOGLE SEARCH SNAPCHAT

Source: @kpcb #DesignInTech @johnmaedahttp://google.com

http://google.com/


19/47

OverviewCommon Q: How Much Di"erence Can Design Make? It Depends

Source: @kpcb @graphiq @chadgoldberg1 @thesash @saila51 @moyicat @alexdeanwilson @ibercovich @designerfund @daviddatnguyenhttp://designerfund.com/bridge/insights-from-designing-for-financial-services/ http://graphiqeng.com/post/136837072818/why-read-one-when-you-could-read-two

Design at the feature level is in isolation, but can be measured. Design at the system level is bolder and but harder to measure.

-6.5% -6.5% 12%Example: Gusto designed a more discovemployee self-onboarding process for buwhich made the employee experience modelightful and increased use of the tool by

1000%

MAJOR DESIGN CHANGES WILL USUALLY IMPACT USAGE BEHAVIOR, SOMETIMES DRAMATICALLY

Simple Example: Graphiq conducted 3 product designtests for ad placements that led to one clear winner with a

12% increase in user engagement.

0%

“We design and manage all user experiences through a heavilytested quantitative and qualitative validation process.” —@graphiq

http://graphiqeng.com/post/136837072818/why-read-one-when-you-could-read-twohttp://designerfund.com/bridge/insights-from-designing-for-financial-services/


20/47

OverviewHow Do Bigger Changes Happen With Design? By Designing Sys

Source: @kpcb #DesignInTech @HealthCareGov @android @daviddatnguyenhttps://medium.com/@bchesky/dont-fuck-up-the-culture-597cde9ee9d4#.bwdgjrx1s http://www.forbes.com/sites/ewanspence/2014/11/05/android-material-design-reduce-ui-fragmentation/#28f31e8e4984 https://playbook.cio.gov/designstandards/getting-started/ http://www.theatlantic.com/technology/archive/2015/07/the-secregov-the-worst-website-in-america/397784 https://medium.com/@daviddatnguyen/10-lessons-for-building-a-design-team-from-scratch-13c2b9a9d58#.aci9b6398

Designing reusable systems is an old technique for achieving scale — it is still e#ective.

Guidelines enable all kinds ofpeople to create betterdesigns on their own. This kindof “meta design” has beenaround since the age ofcorporate identity manuals.

Think of brand manuals andrepositories as the most basicinstance of this kind of designfor repeatability.

DESIGNING SYSTEMS

of users completed the

sign up process forhealthcare.gov 1.0 with76 pages using theserepeatable standardswith consistency

55%

E XA MP LE : HEALTHCARE.GOV AND USDS WEB DESIGN STANDARDS E XA MP LE : A ND RO ID M AT ER IA L

of users completed thesign up process for

healthcare.gov 1.0 with16 pages

85%

» Do more with less.

https://medium.com/@daviddatnguyen/10-lessons-for-building-a-design-team-from-scratch-13c2b9a9d58#.aci9b6398http://www.theatlantic.com/technology/archive/2015/07/the-secret-startup-saved-healthcare-gov-the-worst-website-in-america/397784https://playbook.cio.gov/designstandards/getting-started/http://www.forbes.com/sites/ewanspence/2014/11/05/android-material-design-reduce-ui-fragmentation/#28f31e8e4984https://medium.com/@bchesky/dont-fuck-up-the-culture-597cde9ee9d4#.bwdgjrx1s


21/47

OverviewHow Do Bigger Changes Happen With Design? By Designing Cult

Source: @kpcb #DesignInTech @justinsayarath @philgilbertsr @daviddatnguyenhttps://medium.com/@bchesky/dont-fuck-up-the-culture-597cde9ee9d4#.bwdgjrx1s http://www.forbes.com/sites/ewanspence/2014/11/05/android-material-design-reduce-ui-fragmentation/#28f31e8e4984 https://airbnbopen.com/ http://www.gensler.com/projects/airbnb http://blog.airbnb.com/airbnb-open-day-1-welcome-home @daviddatnguyen/10-lessons-for-building-a-design-team-from-scratch-13c2b9a9d58#.aci9b6398

Products are products of a company’s culture, and not just some magical switch where “design” gets tucompany. It’s a conscious e#ort on behalf of the CEO and their executive team to make design matter.

Principles enable a company’sculture to understand how designcan be used the most e#ectively,but most importantly, enable themto work from a common playbook.

Brian Chesky’s memo to the

Airbnb team says it all …

DESIGNING CULTURE DON’T **** UP THE CULTUREvia @bchesky

IB M

Design thinking atambitious scale

SA P

Longtime leader indesign thinking

AI RB NB US ES DE SI GN TO GR OU ND IT S

The Airbnb logo was less used as atraditional corporate symbol, and more as anarrative element to bind their hosts togetheras a community. They later designed anevent series called Airbnb Open that spreadtheir values at scale to their hosts.

Airbnb Open 2015

https://medium.com/@daviddatnguyen/10-lessons-for-building-a-design-team-from-scratch-13c2b9a9d58#.aci9b6398http://blog.airbnb.com/airbnb-open-day-1-welcome-homehttp://www.gensler.com/projects/airbnbhttps://airbnbopen.com/http://www.forbes.com/sites/ewanspence/2014/11/05/android-material-design-reduce-ui-fragmentation/#28f31e8e4984https://medium.com/@bchesky/dont-fuck-up-the-culture-597cde9ee9d4#.bwdgjrx1s


22/47

OverviewWill Business Schools Be The Next Largest Producer of Designer

Source: @kpcb #DesignInTech @AskWonder @jshoeehttps://askwonder.com/q/i-need-to-figure-out-if-these-business-schools-have-student-organizations-or-organized-clubs-56dcc373272ea059009f06df

In last year’s report, we noted 7 of the top 10 business schools as having Design/Innovation Clubs that astudents. This year 100% of the top business schools have student-led design organization.

1 Stanford Graduate School of Business

2 Harvard Business School

3 University of Pennsylvania Wharton

4 University of Chicago Booth

5 MIT Sloan

6 Northwestern University Kellogg

7 UC Berkeley Haas

8 Columbia University

9 Dartmouth Tuck

10 University of Virginia Darden

US News & World Report2015 Top 10 Business Schools

1 Stanford Graduate School of Business

2 Harvard Business School

3 University of Pennsylvania Wharton

4 University of Chicago Booth

5 MIT Sloan

6 Northwestern University Kellogg

7 UC Berkeley Haas

8 Columbia University

9 Dartmouth Tuck

10 University of Virginia Darden

10of the tstuden

MAY 2015 SEPTEMBER 2015

Last year, both BusinessWeek and HarvardBusiness Review had cover issues on Design

78of desleadersstakehproducplace w

6 tof the Harvarproduc

https://askwonder.com/q/i-need-to-figure-out-if-these-business-schools-have-student-organizations-or-organized-clubs-56dcc373272ea059009f06df


23/47

3 Public Company Trends

SAP was one of the earliest stakeholders in the design-t

IBM’s new design-thinking e"orts are comprehensive an

Google has risen in its perception for design quality due

actions that have been ongoing over the last decade.

Fortune 100 companies are elevating design as a priority

level. The many new design-enabled services firms will c


1

#DesignInTech By

The Numbers

2

The New Kind of

Designer is TBD

5

Final

Thoughts

4

Design Quality

is to Caring

“G d d i i d b i ” H B A d Will C i E


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Overview“Good design is good business.” Has Been, And Will Continue Ev

Source: @kpcb @philgilbertsr @ibmdesign @frogdesign @ideo @stanfordschool @harvardbiz @proctorgamble @nytimes @rogerlmartin @buhttp://www.bloomberg.com/news/articles/2008-07-28/p-and-g-changes-its-gamebusinessweek-business-news-stock-market-and-financial-advice http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/gooddesign/

SAP and P&G were a few of the early executive adopters of “Design Thinking,” but looking back in time,GM and IBM took strong interest in design as a competitive advantage as far back as the 1950s.

1950s / GM

Birth of Traditional Designfor Large Corporations

Corporate Identity+Image and Product Styling

1969

From 1982 Apple’s designlanguage begins to form withHartmut Esslinger’s direction.

Birth of Modern ProductDesign Firms

From Traditional Design, toDesign of Systems+Services

1991

David Kelley , Bill Moggridge, MikeNutall join forces and change the courseof design by co-founding IDEO.

GM’s CEO makes thefirst executive positionin design with HarleyEarl elevated to VP.

1966 / IBM

Memo to IBM employees byCEO TJ Watson Jr. about theemerging importance of designto the company.

“Design Tas Who

Re-conMaking B-

Tim Brown and

Martin open theintroductory issuHBR on “The EvDesign Thinking

Hasso Plattner= Co-Founder ofSAP

2005

Birth of “Design Thinking”and Design Strategy

Harnessing the Creative ProblemSolving Skills of Designers

2008 - 2009

Roger L. Martin describes design thinkingat the CEO level with P&G’s AG La$ey andhis book on The Design of Business.

http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/gooddesign/http://www.bloomberg.com/news/articles/2008-07-28/p-and-g-changes-its-gamebusinessweek-business-news-stock-market-and-financial-advice


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Overview1 Walmart, 2 Exxon Mobil, 3 Chevron, 4 Berkshire Hathaway, 5 Apple, 6 General Motors, 7 Phillips 66, 8 General Electric, 9 Ford Mo

McKesson, 12 AT&T, 13 Valero Energy, 14 UnitedHealth Group, 15 Verizon, 16 AmerisourceBergen, 17 Fannie Mae, 18 Costco, 19 HP

Chase, 22 Express Scripts Holding, 23 Bank of America Corp., 24 IBM, 25 Marathon Petroleum, 26 Cardinal Health, 27 Boeing, 28 C

30 Wells Fargo, 31 Microsoft, 32 Proctor & Gamble, 33 Home Depot, 34 Archer Daniels Midland, 35 Walgreens, 36 Target, 37 Johns

39 MetLife, 40 Alphabet, 41 State Farm Insurance Cos., 42 Freddie Mac, 43 Comcast, 44 PepsiCo, 45 United Technologies, 46 AIG,

49 Aetna, 50 Lowe’s, 51 ConocoPhillips, 52 Intel, 53 Energy Transfer Equity, 54 Caterpillar, 55 Prudential Financial, 56 Pfizer, 57 Wa

Enterprise Products Partners, 60 Cisco Systems, 61 Sysco, 62 Ingram Micro, 63 Coca-Cola, 64 Lockheed Martin, 65 FedEx, 66 Joh

Holdings, 68 World Fuel Services, 69 CHS, 70 American Airlines Group, 71 Merck, 72 Best Buy, 73 Delta Air Lines, 74 Honeywell IntHoldings, 76 Goldman Sachs Group, 77 Tesoro, 78 Liberty Mutual Insurance Group, 79 United Continental Holdings, 80 New York L

Morgan Stanley, 83 Tyson Foods, 84 Safeway, 85 Nationwide, 86 Deere, 87 Dupont, 88 American Express, 89 Allstate, 90 Cigna, 91

TIAA- CREF, 93 INTL FCStone, 94 Massachusetts Mutual Life Insurance, 95 DirecTV, 96 Halliburton, 97 Twenty-First Century Fox, 9

100 General Dynamics 101 Publix Super Markets, 102 Philip Morris International, 103 TJX, 104 Time Warner, 105 Macy’s, 110 Nike,

109 Northwestern Mutual, 110 McDonald’s, 111 Exelon, 112 Travelers Cos, 113 Qualcomm, 114 International Paper, 115 Occidenta

Energy, 117 Rite Aid, 118 Gilead Sciences, 119 Baker Hughes, 120 Emerson Electric, 121 EMC, 122 USAA, 123 Union Pacific, 124 N

Alcoa, 126 Capital One Financial, 127 National Oilwell Varco, 128 US Foods, 129 Raytheon, 130 Time Warner Cable, 131 Arrow Elec

Staples, 134 Abbott Laboratories, 135 Community Health Systems, 136 Fluor, 137 Freeport-McMoRan, 138 U.S. Bancorp, 139 Nuco

Hess, 142 Chesapeake Energy, 143 Xerox, 144 ManpowerGroup, 145 Amgen, 146 AbbVie, 147 Danaher, 148 Whirlpool, 149 PBF Ene

Eli Lilly, 152 Devon Energy, 153 Progressive, 154 Cummins, 155 Icahn Enterprises, 156 AutoNation, 110 Kohl’s, 158 Paccar, 159 Dol

Financial Services Group, 161 Southwest Airlines, 162 Anadarko Petroleum, 163 Southern, 164 Supervalu, 165 Kraft Foods Group,

167 EOG Resources, 168 CenturyLink, 169 Altria Group, 170 Tenet Healthcare, 171 General Mills, 172 eBay, 173 ConAgra Foods, 17

Holdings, 176 United States Steel, 177 Penske Automotive Group, 178 AES, 179 Colgate-Palmolive, 180 Global Partners, 181 Therm

PG&E Corp, 183 NextEra Energy, 184 American Electric Power, 185 Baxter International, 186 Centene, 187 Starbucks, 188 Gap, 189

Mellon Corp., 190 Micron Technology, 191 Jail Circuit, 192 PNC Financial Services Group, 193 Kinder Morgan, 194 Office Depot, 19

NRG Energy, 197 Monsanto, 198 PPG Industries, 199 Genuine Parts, 200 Omnicom Group

Of the 2015 Fortune 100, Over 10% Place Design as an Executive

Source: @kpcb #DesignInTech @fortune @johnmaeda @danharrelsonhttp://www.dmi.org/?page=designdrivesvalue

From the Fortune 500 List as of 3/10/2016

This list is only the US companies; in the global Fortune 100 includes Samsung (give case study numbe1,600 designer and SAP etc … others lower in the list include Intuit, etc. Herman Miller, etc (DMI source)

2013 20152014 20162004 - 2010 20122011

But with the many acquisitions of design firmservices sector, it’s not impossible to imaginenter these organizations now through the b

O iG l ’ P d t A P i d I i th M t i D i

http://www.dmi.org/?page=designdrivesvalue


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OverviewGoogle’s Products Are Perceived as Improving the Most in Desig

Source: @kpcb #DesignInTech @jnd1er @asktog @fastcompany @johnmaedahttp://www.fastcodesign.com/3053406/how-apple-is-giving-design-a-bad-name

In two separate studies we ran, Apple is always the outlier with regards to strong perception around proHowever, when asked which companies are improving in design (vs needs improvement), Google shows

9%

33%

17%

34%

28%

24%

26%

52%

64%

40%

33%

20%

21%

22%

19%

8%

Percentage of 545 responses to:

“Which of these company’s products have seen marked, recent improvement in design?”

Percentage of 545 responses to:

“Which of these company’s products are insignificant need of improvement in design?”

Top two r

ways to im

company

1. Have a

design

2. Have a

makes

O iWh i G l S di t D i ?

http://www.fastcodesign.com/3053406/how-apple-is-giving-design-a-bad-name


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OverviewWhy is Google Succeeding at Design?

Source: @kpcb #DesignInTech @googledesign @matiasduarte @gvdesignteam @jakek @gvteam @googleatap @projectarahttps://www.google.com/design/spec/material-design/introduction.html htt p://design.google.com http://projectara.com

When listing Google’s e#orts in the design arena, the range is impressive: from the Material design languleadership at Google Ventures, to Google Creative Labs’ and Google ATAP’ technocreative wizardry.

Significant investment in design in the last few years.With examples like Material Design and Inbox, theyappear to be taking a solid stab at solving old problemswith innovative design.”

The shift from design as an afterthought to design as acentral driving force has unbelievably fast and seems tohave touched just about all of their products.”

GOOGLE

LARRY PAGE’S FOCUS ON DESIGN IS LARGELY CREDITED DESIGN.GOOGLE.COM CELEBRATES ITS DESIGN CULTURE

GOOGLE VENTURES DESIGN TEAM PIONEERED DESIGN IN VC

MATERIAL DESIGN LANGUAGE’S IMPACT IS HUGE

“

“GOOGLE CREATIVE LABS / CHROME EXPERGOOGLE ATAP PROJECT ARA

via KPCB Design, Product, Engineering Leader Study

O iFactors that Contribute to Perception of Great Design

http://projectara.com/http://design.google.com/https://www.google.com/design/spec/material-design/introduction.html


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OverviewFactors that Contribute to Perception of Great Design

Source: @kpcb #DesignInTech @jshoee

We surveyed over 50 design, engineering and product leaders. They were asked to list two public compOther companies that came up include Nike, Virgin, Porsche, Target, Disney.

Talent Willing to Invest Exec/Board Support Innovation

Known to attract rockstar

design talent.

Design is seen as a

profit center.

CEO, executive team and

board value design. Design drives innovation.

Facebook Google

Apple Google Facebook IBM Netflix Square

Tesla

Apple Google Facebook Square

Apple Google Tesla

via KPCB De


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4 Design Quality is to Caring

Thinking critically about design means considering the b

impact of a product and service that goes beyond profita

The next generations of designers aspire to design a wo

the status quo with empathy for their fellow human bein

Instead of seeing diversity as a problem that needs solv

inclusion is both an economic opportunity and cultural re


“proportional to”

1

#DesignInTech By

The Numbers

2

The New Kind of

Designer is TBD

3

Public Company

Trends

5

Final

Thoughts

OverviewImitation is the Sincerest Form of Flattery But When is Copying O


30/47

OverviewImitation is the Sincerest Form of Flattery. But When is Copying O

Source: @kpcb #DesignInTech @johnmaeda @kildall @BryanJCera @thefashionlaw @museummodernart @DIESEL @USPTOhttp://www.polyvore.com/diesel_tharia_repeat_print_logo/thing?id=1927688 http://fortune.com/2015/08/19/apple-patents-rounded-corners/ http://kildall.com/project/chess-with-mustaches/ www.thefashionlaw.com/home/herms-awarded-design-patent-for-sneakers http://www.moma.org/collection/artists/30299 http://www.uspto.statistics http://usa.hermes.com/man/shoes/sneakers/lions/configurable-product-z-menshoes-lions-79621.html

Artists and designers have a history of copying each other (think evolution and gene mutations), but giveSamsung (2012) case, the value of the appearance of a product/service is increasing.

An idea I had twenty years ago has beenused twice by Diesel, as in this newerDiesel Thalia Repeat Print Logo T-Shirtvia Polyvore

In fashion, design patents have been common. Just take a look at thelaw case where Louboutin won and you can know the stakes are high.

USPTO D746029Hermès Lions sneakersawarded December 29, 2015via @thefashionlaw

An Innocent Homageto a great artist …

CHESS WITH MUSTACHES AND PARODY / KILDALL + CERA

0%

3%

6%

9%

12%

2 0 0 1

2 0 0 2

2 0 0 3

2 0 0 4

2 0 0 5

2 0 0 6

2 0 0 7

2 0 0 8

2 0 0 9

2 0 1 0

2 0 1 1

2 0 1 2

2 0 1 3

Design

Utility

3-year Rolling Average of Percentage of Change in

Number of Design Patents vs Utility Patents Filed

Design Patent application files have been increasing faster thanutility patent applications. But utility patents generally outnumberdesign patents by eight times.

DESIGN PATENTS

US Patent D618,67matter in a design Samsung, winning

SAMSUNG V

brilliantly becomes “Chess with Mustaches” as a parody art by ScottKildall and Bryan Cera as available to anyone on Thingiverse to 3D print.

http://usa.hermes.com/man/shoes/sneakers/lions/configurable-product-z-menshoes-lions-79621.htmlhttp://www.uspto.gov/learning-and-resources/statisticshttp://www.moma.org/collection/artists/30299http://www.thefashionlaw.com/home/herms-awarded-design-patent-for-sneakershttp://kildall.com/project/chess-with-mustaches/http://fortune.com/2015/08/19/apple-patents-rounded-corners/http://www.polyvore.com/diesel_tharia_repeat_print_logo/thing?id=1927688


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OverviewHowever in the Health-Tech Arena Some Addiction Is Good By D


32/47

OverviewHowever, in the Health-Tech Arena, Some Addiction Is Good. By D

Mango Health uses gamification techniques to make the routine of taking your medication more fun anda#ecting standard engagement, adherence to drug regimens, and clinical outcomes over time.

In the U.S., 75% of adults don’t takemedications as prescribed. Theresult is a $300 billion burden on thehealth care system. Mango Health’s

app aims to change that.” —Ariel Schwartz @fastcompany

“

Points and Leveling.93% of users said they were likely

to keep using the app.

Spontaneous Rewards. Users rack up points that can

unlock the chance to win rewards(i.e. a giftcard from Target).

S8

th

Source: @kpcb #DesignInTech @avivgilboa @mangohealth @michelleskimo @joberfest @FastCompany Lynne Chou http://www.fastcoexist.com/1681727/mango-healths-quest-to-turn-taking-your-pills-into-a-game/1 https://twitter.com/johnmaeda/status/589071088832749568

“CEO’s first hire”

OverviewDesign Is Being Put to Use In The Public Sector

https://twitter.com/johnmaeda/status/589071088832749568http://www.fastcoexist.com/1681727/mango-healths-quest-to-turn-taking-your-pills-into-a-game/1


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OverviewDesign Is Being Put to Use In The Public Sector

The groundbreaking work of the UK’s GDS team and the rescue of healthcare.gov have spurred a movecentury digital government in the U.S. This has led to similar e#orts in Australia and New Zealand.

18F, the U.S Federal Govt’s

Digital Consultancy

Launched draft of U.S. WebDesign Standards - open

source UI components andvisual style guides to createconsistent and beautiful UXacross government websites.

Savings generated by one year of work by the UK’s GDS at a cost of £58million as reported in 2015. That’s an impressive ROI of 27.3X. Adding inthe two years prior, GDS has achieved a savings of £3.56 billion for the UKgovernment by bringing the science and art of digital service design to thegovernment and citizens.

£1.7 billion

Source: @kpcb #DesignInTech @justinsayarath @johnmaeda @benterrett @gdsteam @usds @latimes @18fhttps://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/ https://gds.blog.gov.uk/about/ https://www.whitehouse.gov/digital/united-states-digital-service http://www.latimes.com/entertainment/envelope/cotown/la-et-mn-obama-pushes-for-tech-at-sxsw-20160311-story.html https://18fwww.whitehouse.gov/digital/united-states-digital-service

The reason I’m here you. We can start coplatforms across disskill sets to solve somproblems we’re facin

“

President Barack ObamaSXSW 2016

OverviewDesign’s Fundamental Impact Rests In The Ability to Engender Tr

https://www.whitehouse.gov/digital/united-states-digital-servicehttps://18f.gsa.gov/http://www.latimes.com/entertainment/envelope/cotown/la-et-mn-obama-pushes-for-tech-at-sxsw-20160311-story.htmlhttps://www.whitehouse.gov/digital/united-states-digital-servicehttps://gds.blog.gov.uk/about/https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/http://healthcare.gov/


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OverviewDesign s Fundamental Impact Rests In The Ability to Engender Tr

5 other design-focused security startups in addition to Area1 include Better Cloud, Ionic Security, ProtecSentinelOne according to security experts.

Design is much more than objects. It’s the whole experience.Could we use design to create trust?”

“

Joe Gebbia at TED 2016 Co-Founder, Airbnb

BIASING TOWARDS VALUABLE RATINGS AND REVIEWS

HOST ACCEPTANCE VS MESSAGE LENGTH

Oren Falkowitz at KP Security Salon CEO Founder, Area1

Security is messy. With design we’re able to transform chaos intoinsight and change outcomes. It's

how we change our angle of visionon a vastly complicated problem."

BIASING TOWARDS CLEARER CYBERSECURITY REPORTING

“

Alfreds are in your home. So we had to desa brand that you really ****ing trust.”

Marcela Sapone at SXSW 2016 Founder & CEO, Alfred

BIASING TOWARDS THE FIRST IMPRESSION AS WH

“

“ If the purpose of smart systemsophisticated subtle decisions

have to, it is pointless if people

do so. This means that crafting t

between people and the technoloas critical as building faster proce—Patrick Mankins, Fast Compan

Source: @kpcb #DesignInTech @airbnb @jgebbia @area1security @orenfalkowitz @helloalfred @MsSapone @patrickmankins @johnmaeda http://www.fastcodesign.com/3047500/can-we-design-trust-between-humans-and-artificial-intelligence ht tp://august.com/ https://www.google.com/selfdrivingcar/ https://nest.com/ http://www.ted.com/talks/joe_gebbia_how_airbnb_designs_for_trust

YO …

OverviewDesigners Seek The Truth Through Broadened Discourse

http://www.ted.com/talks/joe_gebbia_how_airbnb_designs_for_trusthttps://nest.com/https://www.google.com/selfdrivingcar/http://august.com/http://www.fastcodesign.com/3047500/can-we-design-trust-between-humans-and-artificial-intelligence


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OverviewDesigners Seek The Truth Through Broadened Discourse

The younger generation tends to brings us back to the sense of hope that we all need for the future, but And a willingness to do the hard work to make the world a better place by design.

In 2015, thlaunched #

posed at c

the countryhelp promo

make an im

#BUILDFORUNCONSCIOUS BIAS ROUNDUP BY STEPHANIE ENGLE AND CHEN YE

Q353/ “From the list below, what do you bel ieve are the topthree drivers of change in business and industry?”

#1 Technology 70% #2 Business Growth Targets 66% #3 Greed / Money 54% #4 Personal Ambition 35% #5 Improve People’s Lives 30%

#6 Make the World a Better Place 24%

EDELMAN TRUST BAROMETER 2015

Q330-331/ “For which of the following reasons, if any, hasyour trust in each institution decreased over the past year?”

EDELMAN TRUST BAROMETER 2016

#1 Fails to contribute to the greater good 50% #2 Lacks economic growth 39%

#3 No public service 36%

Q328-329/ “For which of the following reasons, if any,

has your trust in each institution increased over thepast year?

#1 Product economic growth 59%

#2 Contributes to the greater good 45% #3 Allows me to be a productive member of society 40%

Source: @kpcb @EdelmanPR @soengle @siranachronist @uxdiogenes @nicksantos @kat__ely @designuxui @microsoftdesign @kpcbfellowhttps://medium.com/hh-design/introducing-blind-by-design-520d9890809e#.rm3fq83fv http://www.kpcbfellows.com/challenges http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/global-results/ http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-resultmedium-eng/five-goofy-things-medium-did-that-break-accessibility-3bc804ae818d#.yxwmejg6r https://medium.com/hh-design/the-world-is-designed-for-men-d06640654491#.xfgr8p0vv https://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e#.kkndtoh7y https://www.microsoft.com/en-us/design

OverviewProducts Designed With More Inclusive Biases Can Be More Profi

https://www.microsoft.com/en-us/designhttps://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e#.kkndtoh7yhttps://medium.com/hh-design/the-world-is-designed-for-men-d06640654491#.xfgr8p0vvhttps://medium.com/medium-eng/five-goofy-things-medium-did-that-break-accessibility-3bc804ae818d#.yxwmejg6rhttp://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/global-results/http://www.kpcbfellows.com/challengeshttps://medium.com/hh-design/introducing-blind-by-design-520d9890809e#.rm3fq83fvT


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OverviewProducts Designed With More Inclusive Biases Can Be More Profi

Source: @kpcb #DesignInTech @alicerawsthorn @aigadesign @tocaboca @justinsayarathhttps://eyeondesign.aiga.org/can-design-be-genderless/ https://tocaboca.com/app/toca-hair-salon-2/

In the kids games category, Toca is the leader with significantly higher revenue within the past year and downloads at peak than traditionally “gendered” games Lego Batman: DC Super Heroes and Sweet Sho

Design has to find new ways ofenabling individuals to expressan increasingly fluid and nuancedmultiplicity of gender identities,not just in fashion and graphics,

but in objects, spaces, software,and so on.”—@alicerawsthorn

“

AI GA NE WS TO CA CH AR AC TE RS AR E GE ND ER LE SS

iOS App Store Revenue pof platform commissio

J a n 2 0 1 5

A p r i l 2 0 1 5

J u l y

TOP PERFORMERS IN PA

iOS App Highest Peak Dow

14,689downloads on peak day 2,5downloads o*V1 launched

11/30/12*V1 lau

6/1

50K

25K

0K

Overview An Inclusive Perspective Enables Reimagining The Startup Ecosy

https://eyeondesign.aiga.org/can-design-be-genderless/


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Overview p g g p y

Source: @kpcb #DesignInTech @cbinsights @bevel @tristanwalker @littleBits @ayahbdier@grindr @progyny @justinsayarath @johnmaedahttp://techcrunch.com/2014/10/02/glow-gets-17-million-in-series-b-funding-from-formation-8-founders-fund-and-andreesen-horowitz/ http://fortune.com/2015/08/05/uber-of-fertility/ http://www.usatoday.com/story/tech/2015/09/28/tristan-walker-bevel-funding-target-stores-magic-johnson-andre-iguodala-walker-company-brandswww.bothsidesofthetable.com/2016/02/09/the-one-video-every-silicon-valley-investor-should-watch/#.VsO7K04CFfQ.facebook https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=mitu%20fundraise https://newsroom.uber.com/us-illinois/uberaccess-expanding-transportation-options/

Underserved markets aren’t necessarily small markets. Some of the best designers in the world are takinTrust *can* exist in a world where money is made and social transformation happens at the same time. I

Toolkit for electronicconstruction that carries no

gender biases, as designed byMIT-trained CEO Ayah Bdeirand her LittleBits team. Raised 59 million as of 2016

GENDERLESS STEM TOYS

Care service and platformallowing for the elderly

community to age gracefully andcomfortably in their own homesled by CEO Seth Sternberg. Raised 20 million as of 2016

ELDERLY CARE

Shaving system for peoplewith coarse or curly hair, with

recent addition of an electrictrimmer with an elegantdesign, led by CEO TristanWalker and Walker & Co Team. Raised 33 million as of 2016

SKINCARE NEEDS

The world’s largest gay socialnetwork allowing for a community

that is often “invisible” to connectwith each other. Top paid app insocial networking category led byJoel Simkhai. Kunlun bought 60% stake for

$93M in 2016

GAY SOCIAL NETWORK

https://newsroom.uber.com/us-illinois/uberaccess-expanding-transportation-options/https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=mitu%20fundraisehttp://www.bothsidesofthetable.com/2016/02/09/the-one-video-every-silicon-valley-investor-should-watch/#.VsO7K04CFfQ.facebookhttp://www.usatoday.com/story/tech/2015/09/28/tristan-walker-bevel-funding-target-stores-magic-johnson-andre-iguodala-walker-company-brands/72838894/http://fortune.com/2015/08/05/uber-of-fertility/


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Much of what we see in the #DesignInTech space was bcommunity over multiple decades.

What’s being built by the startup ecosystem and large co

strongly indicates the balance of power has shifted awa

We must consciously invest in education to develop a m

perspective on creativity in the 21st century: Technology

President Obama’s signing of ESSA (Every Student Succ

2015 is a positive sign: by turning STEM into STEAM (addeducation as a US priority.

5 Final ThoughtsIf there#Desigor @kpfuture r

1

#DesignInTech ByThe Numbers

2


3


4


Overview

If You’re Looking For Ideas, Just Look Back A Decade or Four or


39/47

g ,

44. Sutherland, I.E. "SketchPad: A

8. Engelbart, D. and English, W., "A

52. Williams, G., "The Apple Macint

49. van Dam, A., et al. "A Hypertext

5. Buxton, W., et al. "Towards a Co

4. Bush, V., "As We May Think." T

Consider a future devi

a sort of mechanized p

… in which an individ

records, and communwith exceeding speed a

—Vanne

“

http://www.cs.cmu.edu/~amulet/papers/uihistory.tr.html http://www.theatlantic.com/magazine/archive/1945/07/as-we-may-think/303881/

Source: @kpcb #DesignInTech @carnegiemellon @bradamyers @theatlantic @mit

Overview And Look A Bit Harder. You’ll Find Some Truly Interesting People

http://www.theatlantic.com/magazine/archive/1945/07/as-we-may-think/303881/http://www.cs.cmu.edu/~amulet/papers/uihistory.tr.html


40/47

http://www.cs.cmu.edu/~amulet/papers/uihistory.tr.html http://www.theatlantic.com/magazine/archive/1945/07/as-we-may-think/303881/

Nicholas Negroponte The Architecture Machine 1973

Donald Norman The Psychology ofEveryday Things1988

Richard Saul WurmanTechnology Entertainment Design 1984

MORE SEMINAL BOOKS/FIGURES WRT #DESIGNINTECH

Muriel CooperMIT Media Lab

Visible LanguageWorkshop

Red BurnsNYU Tisch SchoolInteractiveTelecommunicationProgram

Gillian Crampton-SmRoyal College of Art Computer-Related Deand Ivrea Institute

A FEW KEY #DESI GNINTEC H PIONEER S

Source: @kpcb #DesignInTech @carnegiemellon @bradamyers @medialab @ITP_NYU

If I may adda few of myfavorites …

OverviewThe Startup Ecosystem Feels A Lot Like The New Graduate Scho

http://www.theatlantic.com/magazine/archive/1945/07/as-we-may-think/303881/http://www.cs.cmu.edu/~amulet/papers/uihistory.tr.html


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PAUL GRAHAM

HALLWAY CHAT

BUILDUP.VC FIRSTRO

WHY TEXT-BASED INTERFACES?

Zero (or minimal) front-end designConsistent/up-to-date experience across all platformsUsers don’t have to download/install another appOnboarding is easy

MUZZAMMIL ZAVERI + ARIE LLE ZUCKER BERG

KPCB VENTURED

FOUNDERS COLLECTIVE

AN THONY FR ASIER

CARPOOL.VC

Source: @kpcb #DesignInTech All links are inline.

OverviewBut Everything We Only Believed Had Happened, Is Finally Happe


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http://web.media.mit.edu/~nicholas/Wired/WIRED1-06.html

Source: @kpcb #DesignInTech @johnmaeda @medialab @oculus @creativemornings

Message: 6Date: 11.1.93

From: Nicholas Negroponte

To: WIRED

Subject: Virtual Reality: Oxymoron or Pleonasm?

VR Then and Now

Neophytes have a mistaken sense

that VR is very new because the

press just learned about it.It is not. Almost 25 years ago,

Ivan Sutherland developed, with

support from ARPA, the first

surprisingly advanced VR system.

…

25 years

Bi-Molecule, 1.0

TECH

ARTS TECH

BECAUSE ART IS HOW WECAN SEE/FEEL THE FUTURE

23 years

OCULUS

THE MIT MEDIA LAB BLURRED ART AND TECHNOLOGY

OverviewWhat To Look Forward To? What Is Coming? Atoms Will Behave L



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https://vimeo.com/79179138http://web.media.mit.edu/~nicholas/Wired/WIRED1-06.html

Source: @kpcb #DesignInTech @medialab @mit_ishii @googleatap

GOOGLE ATAP / IVAN POUPYREV / PROJECT SOLI: EXPANDING INTERACTION VOLUME

MIT MEDIA LAB / HIROSHI ISHII / TANGIBLE MEDIA

OverviewTechnology, Business, Design is About Hybridity = Always New P



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http://www.ed.gov/essa?src=rn

Source: @kpcb #DesignInTech @americans4thearts @naea @johnmaeda @sunilmahotra @danharrelson

ON DEC 10, 2015, STEM OFFICIALLY BECOMESSTEAM (ADDING ART TO STEM EDUCATION)

Arts and music education are specified as eligible uses for new,state-administered ‘Student Support and Academic EnrichmentGrants’ including support for the arts in STEM education.”—@naea, December 10, 2015

ARTS ARTS TECH

BECAUSE ART IS HOW WECAN SEE/FEEL THE FUTURE

Bi-Molecule, 1.0 Tri-is To

AND ECONOUSE A LITTLE

“

OverviewThere Are Three Kinds of Design At Play. We Need To Be Specific

http://www.ed.gov/essa?src=rn


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Text

Source: @kpcb #DesignInTech @johnmaeda

TECHNOLODESIGN BUSINESS

Text

The two growing categories of “designers” are those coming from Business and Technology. The three cco-dependent — you must embrace at least two of these categories in order to win in this century.

classical design”there’s a right way to make what is perfect, crafted, and complete

“ design thinking”because execution has outpaced innovation, and experience matters

“ computadesigning for and in realtim

“

Driver/ the impact ocomputing, and the

Driver/ the need to innovate in relation toindividual customer needs requires empathy.

Driver/ the Industrial Revolution, and priorto that at least a few millennia of ferment.


Engineers are e#cient problem solvers. Business people think s“



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g ee s a e e c e t p ob e so e s us ess peop e t sDesigners want things to be elegant and beautiful. All three needcollaboration and harmony, and honor the value each other brinneeds to be a new kind of ‘multi-dimensional’ approach to desigto be invented.” —Linda Holliday (@lmholliday)2016 Design, Product and Engineering Leaders Surveyed/ Alex Schleifer, Alok Damireddy, Amir Pirnia, Brandon Velestuk, Catherine Courage, Cap Watkins, Ciara Peter, David Nguyen, Ding Zhou, Frank Yoo, Ivan Bercovich, Jackie Goldberg, Jason Xavier, Joey Cordes, Jon Lax, Kara McCain, Josh Abrams, Kurt Varner, Larry Chen, Louise Briguglio, Marcus Hanson, Mark Bauer, Maria Latushkin, Margret Schmidt, Maria Giudice, Matt MacQueen, Megs Fulton, Mike Kruzeniski, Moxie Wanderlust, PMehta, Raylene Yung, Rich Gioscia, Rochelle King, Rose Yao, Sash Catanzarite, Tara Larivee, Tim McCoy, Travis Roger, Vaibhav Nivargi, Wes Donohoe.

2016 #DesignInTech Survey Participants/ (updated March 6, 2016) Diego Rodriguez, Roman Luba, jonah houston, John Cleere, Alok Jain, Steve Hoyt, Alan Joseph Williams, JB Chaykowsky, Dave Malouf, Reed Reibstein, Brian Fidler, Brandon E.B. WKnut Graf, Bryan Ku, Christina Elder, John du Pre Gauntt, Jean-Paul Haire, Larissa Bemis, renée berry, Amanda Noonan, Heather King, 8 Inc., Nick Ellem, Dan Malarkey, Phil Johnston, Dolly Parikh, Jose Coronado, Imanzah Nurhidayat, Lin Wang, NateChiusano, Sean Warsaw, Tomá% Zeman, Christine Ying, Brian Rs Ward, Kermit Stevenson, Ahmed B. Arshad, Abbas Meerani, Je#rey Tjendra, Luis M. Rodriguez, Ramin, Martini, Daniel Borg, Bradley Strong, Craig Frazier, Dale Morris, Satyam KantamnSuarezBattan, Andy McDonald, Abby Oldham, Parag Patil, Scott Phelps, Riccie Janus, Leslie Muller, Gabriel Bertot, Tejas Bhalerao, Caswell Saunders, Karen Donoghue, Jin Ah Lee, Arianna Orland, Glen Barry, gerry blakney, Scott Poole, Bryan SattleRowena Westphalen, Test, German Fernandez, Henry Hyunrok Sung, Ivan Bercovich, Helmut Ramsauer, Paolo Villacarlos, Je# Lin, Eric Park, Hans von Franz, Venky Ramachandran, Laurie Iwami, Geneviève, Pål Heick, Bobby March, yoon ho choi, AarTelyan, Damian Borchok, Terry Tucker, Zishan Mohammad, Annie M Hayward, Wilbert Baan, Amal Tiwari, Jan GLAS, Maria, Roland Sailer, Kapil, May O. Caballero, Volker, Sofia Castelli, Giovanni Luperti, Gianfranco Fagotto, Diogo Henriques, Mateo SinJeroen Frumau, Julian Koschwitz, Guillaume Abel, Sumana behara, Dean Kakridas, Keri Borkowicz, Karoline K, Theophilus Thomas, Samujjal Purkayastha, Ceasar McDowell, Alberto Villarreal, Micah Walter, Jamila Breese, Massimo Curatella, Luis F RioEckman, Je# Rubingh, Gisele Kirtley, Bill Tarbell, Jason Armstrong, Aleconfa, Daniel André G roh, AJ Kotval, Jennifer Milne, Marlen Promann, Jason Scott, Reem Gamil, John Bagby, Atin Mittra, Christianne Molina, Davide Barni, Meeta Mathur, Amit wadCharles Stromeyer Jr, Giulia Biamino, Mart Maasik, Victor Baroli, Andri Kristinsson, Jenn Kuca, Marin Licina, Emily Chong (frog), Giulia Nicolosi, Brian Hauch, Sarah Lance, Vineet Gupta, Diana Blair, Tino Klaehne, Nelson Wah, f.milanesio, Sally D'AngelGallerani, Pierre Granier, Benjamin Fels, Imran Maskatia, Andrea Osti, Amanda Marx, Jay Fichialos, Hunter Marshall, Kirk Cornelius, Yang Dan, Olympia Datta, Michael Tinstman, Neal Osotio, Jan Sauer, Christian Talmage, Umair Khan, uzair, Andrea TrnMatt MacQueen, Eric Li, Sanny, Vikram Rajagopalan, Aditya, Chen Ye, Connor Lin, Cecilia Bodin, Josh Lee, Stephanie Engle, Helen C, Kathy Li, Joan DiMicco, Jennifer Cardello, Bic, Andres, Jason Sack, Toni Sokura, Kevin Bethune, Benedikt Lehnert, Lindsay, Daniel Chaparro, Susana R de T, ds, Tak Okamoto, Inês Bravo, Peter, RISD, Seattle, Fayssal Loussaief, Priscilla Leung, James Nash, Gianfranco, martand, Patañjali Chary, Federico Carlini, Bryan Ku, vandy meares, lin wang, Ramin, Giovanni MCoronado, Edward J. Achtner, Fayaz Ashraf, Cristobal Alvarez, Sandi Harrison, BC Krishna, lgalli, Genesse Rosal, Tao, Addy, Jose Fernandez, Marco Huerta, je#rey m., Caswell Saunders, Kartik Poria, SK, David Mountain, Jason Prunty, Anonymous, CMichelle Arrieta, Hrag Nassanian, Ángel Romero, Shawn Berven, Nick Lee, Matt MacQueen, Justin Meyers, Chr is Baier, Roberto Manzari, Humberto Sacco, Roland Sailer, alex, Michael Mallari, Samira Rahimi, KC Chan-Herur, Dr Aseel Bin Sawad, Ali SaSchlafman, Elizabeth Eadie, Kovacs LLC, F.F, Stuart Gri&ths, Annu, Michael Flynn, Nathaniel Axios, Simon O', Alma Ho#mann, Leslie Muller, Todd Wood, Boy, Jake Mendel, Jonathan Arena, Xinzhi Jiao, Pete, Pjog, mehdizare, Enrique Von Rohr, Vinay RKotval, Emma Crowe, Richard Stewart, Guy, german fernandez, Vincent Hiroz, May O. Caballero, Lara Hanlon, Hamidreza YADEGARI, Sara, Dano, Shweta Chaudhary, Shu Lai, Pénélope RM, Miraze, Marita Sorsamäki, Tim Heiler, Troels Nørlem, PrasanLiute, Radu Dandu, Giuseppe Magnani, 'rem Küçükali, Bi, Ali Khan, Ning, Alfonso Tambunan, Rie Norregaard, Agnese I, Anthony D'Ugo, Vincent Garcia, Tom Berno, Daniel Braun, Koichiro Eto, Nicolas, Kristen Spilman, @chadengle, George Arriola, VanMoaaz, Josh Stein, Kel, @stooodley, Jenny Gyllander, Scott Phelps, Justin Calles, Raghav, Michael Owens, Andrea, Vijay Patel, Charles Windlin, Linda R. Moss, Paul Yarin, Ryan Phillips, mark, Jim Hanley, Ian, your mom, Zoe, Vikram Rajagopalan, Geo

Jasper Liu, Justin G ignac, Dennis Rosenfeld, interesting survey, Satyam Kantamneni, David Kong, Mariano SuarezBattan, Henry Mbayen, Lorenzo Wood, Marek Pawlowski, Iñaki Remiro, Anders Hansen, AYSENAZ, Nijomi, Jeremy Johnson, Jarquin MigJuan Carlos Gavino, KG, Robson P. Mendonça, vivia(liu, Kharis O'Connell, K. Andras, Akriti Vora, Je# Groves, linlin pan, Ben Smith, Brian Beaver, Stefano Boscutti, Jae Um, Ben Bird, Imran, Rivo, Samujjal Purkayastha, Michele Salmi, Inés Peláez, AmitWhewell, Jorge, MV, ticaro, Youngkwang Cho, Reiko Morrison, Shane Morgenstern, Asis Panda, Isaac, Ikky, Juan wendeus, Allen Smith, Jorge jimenez, Charles Jok, Gardenia Flores, ande la monica, Richard Morin, yara khoury, consumer 143,362,977,Cicala, John W. Hart, John Scheers, Casey, Charles H Warren, Velda Foster, Aaron Powers, Christopher tumaghap, Mei, Frances Soong, Ryan Stacy, Lisa Aufox, Jennifer Wibowo, Shirley Wu, Sanny, Sarah Wohl, John Ferrigan, Mikael Kristianslund, Hi,Lange, RISD, Benjamin Vimont, Fran Motta, Nikia Hill, Cory Maryott, Linn Shuo-Ling Huang, Burin Asavesna, Matt C, Greg More, Ty Hatch, Terry Tucker, Adam Chaloeicheep, Maria Matveeva, Nick Wittwer, Carlos Muñoz, Mayank Khanna, Kurt Pelzer, Manonymous, Joel Aguero, Andy Lin, Julian 2o5 Keefe, Nathan Garvie, T, Paul Bouisset, Kit Grose, Adarsh Moda, Ben Ginger, Nate Navasca, Marten Kuipers, Rebecca Torbochkin, Jocelyn Lui, Emanuele Bianchi, Gloria Chua, Orlando, Aj, Maheen SohaiXanat Vargas Meza, Chris LaRoche, Msr, Chuck Ruud, Kebei Li, Johanna Evans, Julia Solano, Aaron Brako, Esben Gimbel, Michael Brooks, Andrea, Fust, Alison Aus tin, John von Buelow, Martin Lopez Diaz, Jr., John Bagby, Juliette Weiss, Connor Lin, Bankar, Fazal Ahmed, Anshul Singh, Stacy Chiou (RISD), Sarah Wedge, Michele Clarke, Jerry

2015 Design Leaders Surveyed/ Clare Corthell, Deena Rosen, Parul Vora, Analia Ibargoyen, Jennifer Etter, Sarah Alpern, Kaaren Hanson, Fernanda Viegas, Kristy Tillman, Valerie Casey, Angel Steger, Karin Fong, Dawn Danby, Tina Roth Eisenberg, JulSchouwenburg, Maria Giudice, Lindsay Mindler, Sarah M Oppelt, Candice Tse, Catherine Courage, Juliana Rotich, Tina Roth Eisenberg, Margret Schmidt, Helen Walters, Jeniece Primus, Nancy Duarte, Rochelle King, Cat Noone, Scott Dadich, John Ma

Alex Tam, Diogenes Brito, Dave Evans, Etan Lightstone, Peter Cho, Gentry Underwood, Dave Young, Johnnie Manzari, Marcos Ojeda, Ian Storm Taylor, Dan Harrelson, Tad Toulis, Max Gunawan, Doug VanderMolen, Chris Robinson, Randy J. Hunt, DanBrian Schmitt, Mark Bauer, Damian Madray, Sean McLeary, Darren Chan, Jesse Harding, John Cary, Ethan Bodnar, Harold Hambrose, Wesley Yun, Rich Gioscia, Randall Hom, Uday Gajendar, Matthew Beebe, Dave Lippman, Jesse Pollak, Martin WatteDat Nguyen, Moses Ting, Jonathan Chen, Ivan Bercovich, Harper Reed, Kelly Sutton, Alessandro Sabatelli, Raphael Schaad, Donnie Dinch, Tim McCoy, Sash Catanzarite, Matt MacQueen, Marcos Weskamp, Ethan Trask, Bob Baxley, Justin Maxwell, JWatkins, Gilles Poupardin, Dominique Leca, Mike Davidson, Osandi, Scott Belsky, Michael Owens, Andrew Crow, Doug Evans, Sahil Lavingia, Brian C. McDonald, Stefan Klocek, Koen Bok, Raghava KK, Brandon Velestuk

Source: @kpcb #DesignInTech

Disclosure


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This presentation has been compiled for informational purposes only ashould not be construed as a solicitation or an offer to buy or sellsecurities in any entity.

The presentation relies on data and insights from a wide range of sourincluding public and private companies, market research firms, andindustry professionals. We cite specific sources where data are public; presentation is also informed by non-public information and insights.

This is the second publication of the Design In Tech report. We will poany updates revisions or clarifications on the KPCB website.

KPCB is a venture capital firm that owns significant equity positions in

certain of the companies referenced in the presentation, including thoskpcb.com/companies.

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